Foot Locker Finds “Home Court” Advantage

Foot Locker Inc. (New York) has reopened its redesigned store on 34th Street in New York. The store’s reimagined concept includes “Home Court,” a multi-brand basketball shopping destination developed in partnership with Nike and Jordan Brand.

Key elements of the look include:

• A customer-centric design featuring street-inspired basketball elements and enhanced storytelling, designed for both distinction and flexibility.
• Immersive experiences: Bringing the thrill of the game into an immersive experience with digital innovations like “The Clinic Digital Experience,” a self-initiated vertical jump challenge that allows customers to test sneaker performance.
• Enhanced technology: Measuring tools with 3-D scanning technology to help customers find their ideal basketball product fit.

In addition to Nike and Jordan Brand, Foot Locker’s “Home Court” features partners such as adidas, PUMA, New Balance, Under Armour and others.

The store also includes a new look and feel for Kids Foot Locker “that caters to all age groups and parents, fostering family connections and immersing young customers in sneaker culture,” the retailer said in its news release on the updated store.

“Foot Locker ‘Home Court’ represents a pivotal advancement in how we connect with sneaker enthusiasts and elevate the basketball experience, in collaboration with our brand partners,” said President and CEO Mary Dillon. “Our reimagined 34th Street store aims to set the standard for excellence in omnichannel retail, in line with our Lace Up Plan and deeply rooted in sneaker culture.”

The retailer says the new opening underscores Foot Locker Inc.’s commitment to its “Lace Up” plan, following the launch of reimagined stores at Willowbrook Mall in Wayne, N.J., and Paris. Foot Locker will continue to scale the concept with upcoming openings in Melbourne and Delhi, the company’s first store in India.